Key Metrics
Understanding the metrics tracked in Email Outreach.
Contact Pipeline Metrics
Contacts Sourced (Loaded)
Total contacts added to campaigns.
Contacts Validated
Contacts accepted by the email delivery system.
- Valid email format
- Not on suppression lists
- Deliverable domain
Email Delivery Metrics
Emails Sent
Total emails dispatched from campaigns.
Emails Delivered
Successfully reached the recipient’s inbox.
Emails Bounced
Failed to reach inbox:
- Hard bounces (invalid address)
- Soft bounces (temporary issues)
Engagement Metrics
Emails Opened
Recipients who opened the email.
- Tracked via pixel
- May undercount (image blocking)
Emails Replied
Recipients who responded to the email.
- Any reply counts
- Includes auto-replies
Positive Replies
Favorable responses indicating interest.
- Manually categorized
- Excludes “not interested” or auto-replies
Negative Replies
Unfavorable responses:
- “Not interested”
- “Remove me from list”
- Out of office (some cases)
Metric Relationships
| Metric | Derived From |
|---|---|
| Validation Rate | Validated / Loaded |
| Delivery Rate | Delivered / Sent |
| Bounce Rate | Bounced / Sent |
| Open Rate | Opened / Delivered |
| Reply Rate | Replied / Opened |
| Positive Rate | Positive / Replied |
What Good Looks Like
| Metric | Typical Range | Good Performance |
|---|---|---|
| Validation Rate | 85-95% | 95%+ |
| Delivery Rate | 90-98% | 95%+ |
| Bounce Rate | 2-5% | Under 3% |
| Open Rate | 30-50% | 45%+ |
| Reply Rate | 5-25% | 15%+ |
| Positive Rate | 10-30% | 25%+ |
Interpreting Metrics
Low Validation Rate
- List quality issues
- Invalid email formats
- Old/stale contacts
High Bounce Rate
- Bad data sources
- Domain reputation issues
- Email formatting problems
Low Open Rate
- Subject lines not compelling
- Sending time not optimal
- Low sender reputation
Low Reply Rate
- Email content not relevant
- Wrong audience
- Too salesy or generic